One Direction and Justin Bieber fans have embarked on a Twitter war to secure their idols an MTV VMA.

This year's ceremony includes a 'Moonman' trophy for the 'Most Share-Worthy Video', which fans can vote for by tweeting.

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The criterion for the award is laid out by MTV as: "Whose video was so big it had the entire internet buzzing? Tweet your vote for the music video that proved so impactful that fans couldn't help but make their own shareable versions."

The acts' loyal followings immediately embarked on a campaign to see their favourite win. One Direction's 'What Makes You Beautiful' currently leads the tally with 10.52 million tweets at the time of writing.